Euprio has a fresh new look with the first change to its logo since the association was formed by a group of European higher education enthusiasts in the 1980s.

The striking new logo and tagline reflects growing confidence in the European ideals of cooperation and collaboration between universities across the continent despite the challenges ahead, writes Nic Mitchell.

Out goes the rather dated old image and formal description of EUPRIO, which reflected its legal name as the European Universities Public Relations & Information Officers’ association.

In comes a new corporate design with a flag waving E symbolising the European and international nature of the organization and a new tagline describing EUPRIO as the European Association of Communication Professionals in Higher Education.

The new visual identity will be rolled out over the next few months and used to promote the forthcoming EUPRIO annual conference from 3-6 June 2018 in Sevilla, Spain.

Uwe Steger chairs the EUPRIO branding task force

It is the result of a rebranding exercise led by a task force of EUPRIO members chaired by Austrian Steering Committee member Uwe Steger.

Uwe said: “The old logo was developed in an era where print ruled and there was no internet to talk of in terms of marketing and communications in higher education. So, we needed something that would work for the digital age but would still be recognizable to existing members and friends.”

EUPRIO always in capital letters

He said EUPRIO would be taking an opportunity to revisit its style-guide and introduce a few basic rules to enhance corporate identity, such as recommending that EUPRIO is always written in capital letters.

The new look and feel has been created by Robbin Gross, a young German graphic designer who has worked with clients in Düsseldorf, Luxembourg, Milan and London.

Graphic designer Robbin Gross

He said: “One of the most important aspects for this rebrand was following a fresh and more usable approach for different context without going too far and completely losing the existing identity.

“At the early stage, it was decided to keep the colour orange as it was deeply rooted in EUPRIO’s existing identity. Also, the flag and uppercases are kept as a referring element to the old logo.”

The new logo marks a move away from the emphasis on traditional public relations and information services and highlights professional communications and cooperation as the key roles for the association.

Robbin said: “The new system allows a playful multilayer marketing concept, where elements of the logo can be used and interpreted accordingly to the desired occasion.

Wave of the E flag

“This is especially true for the wave of the E flag which is an important part for visual marketing elements. This dynamic approach tries to visualise the international and culturally driven network that EUPRIO has become and this concept allows many variations for different marketing situations, giving the possibility to grow with EUPRIO itself,” explained Robbin.

He said: “The EUPRIO rebranding was especially interesting and motivating as I believe 100% in the European idea and cultural exchange in the personal and work context. It has always been one of my main sources of inspiration. It has been great to have worked together with a such diverse group with different backgrounds and creative input.”

Uwe was delighted with the outcome and said it would lay the ground for future steps to strengthen the organization.

EUPRIO’s President Christine Legrand was also pleased that another of her goals when taking over the presidency had been achieved and thanked Uwe, Robbin and other task force members for their hard work and creativity.